{
  "docId": "019de06f-402b-779b-ac72-92ba15a34003",
  "docSlug": "8f19d5fd2559344aeea0c4e4503a38a6",
  "documentTitle": "Peloton | Start Up Pitch Deck | 23 slides",
  "authorId": "peloton",
  "authorName": "Peloton",
  "documentKindSlug": "pitchdeck",
  "documentKindLabel": "Pitch deck",
  "sourceTypeSlug": "investor_relations",
  "sourceTypeLabel": "Investor relations",
  "presentationDate": "2012-07-01 00:00:00",
  "orientation": "landscape",
  "aspectRatio": 1.7647059,
  "pageNumber": 4,
  "pageCount": 23,
  "prevPage": 3,
  "nextPage": 5,
  "slideType": "key_messages",
  "function": "summarize",
  "density": "dense",
  "nDataPoints": 0,
  "notes": "The slide uses a classic brand positioning framework structure.",
  "elementsJson": null,
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019de06f-402b-779b-ac72-92ba15a34003/4",
  "deckHref": "/decks/019de06f-402b-779b-ac72-92ba15a34003",
  "deckJsonHref": "/decks/019de06f-402b-779b-ac72-92ba15a34003.json",
  "deckAnchorHref": "/decks/019de06f-402b-779b-ac72-92ba15a34003#slide-4",
  "components": [
    {
      "bbox": {
        "h": 1,
        "w": 1,
        "x": 0,
        "y": 0
      },
      "kind": "image",
      "text": null,
      "attrs": null,
      "subkind": "photo",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "45f9d5be-e70d-4e04-8e69-af03e5faf032",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.26,
        "x": 0.37,
        "y": 0.69
      },
      "kind": "list",
      "text": "FUNCTIONAL BENEFIT: Entertainment and competition to show up at your best on your terms.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0817cae7-1960-4c5e-ae4e-28f8b05aace6",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.26,
        "x": 0.08,
        "y": 0.69
      },
      "kind": "list",
      "text": "REASONS TO BELIEVE: An integrated experience designed to pull you in and ensure you literally show up.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "2f09f96d-068a-4f40-9d5f-51f7b9cc1205",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.26,
        "x": 0.66,
        "y": 0.69
      },
      "kind": "list",
      "text": "EMOTIONAL BENEFIT: A transformative experience so you show up as your full self all day long.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "5787d880-5adc-4bdb-9404-d09af982d6ed",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.62,
        "x": 0.19,
        "y": 0.45
      },
      "kind": "title",
      "text": "PELOTON MAKES YOU WANT TO SHOW UP",
      "attrs": null,
      "subkind": "action-title",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "209036a2-5c0f-4ba9-811d-c822740bd770",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.18,
        "x": 0.41,
        "y": 0.12
      },
      "kind": "title",
      "text": "CONSUMER PROMISE",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d2ae59b1-54da-4218-9456-157c387cf1ae",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Emotional Appeal",
      "slug": "emotional-appeal",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "497d6d8a-77ec-453d-8ba6-5f2378b64b32",
      "evidence": "EMOTIONAL BENEFIT: A transformative experience so you show up as your full self all day long.",
      "confidence": 0.7
    }
  ],
  "frameworks": [
    {
      "name": "brand-element",
      "slug": null,
      "matchId": "d2cd5b40-400f-4a3e-9fc1-c9e69a866e49",
      "evidence": "The slide explicitly breaks down the brand promise into functional and emotional benefits.",
      "confidence": 0.9
    }
  ],
  "arcBeats": [
    {
      "to": 4,
      "from": 1,
      "beatId": "ba4556b6-8b31-41b4-ad62-8db36f0091d5",
      "arcName": "The Sparkline",
      "arcSlug": "sparkline",
      "beatName": "What Is",
      "beatSlug": "sparkline-what-is-1",
      "evidence": "The initial slides introduce the brand positioning, target consumer, and key messages",
      "position": 0,
      "confidence": 0.8,
      "parentBeatName": "Setup",
      "parentBeatSlug": "setup"
    }
  ],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}